Personalisation: From Bonus Feature to Business Imperative
In the last five years, personalisation has shifted from a "nice-to-have" to a baseline expectation for consumers. What was once a competitive advantage is now the cost of entry.
A recent McKinsey & Co. report highlights just how much consumer behavior has evolved, and the numbers speak for themselves.
Why Personalisation Matters More Than Ever
During COVID, shopping habits changed dramatically. Consumers experimented with new channels, new brands, and new ways of buying.
- 75%of consumers tried new shopping methods.
- 40%faster growth for companies that lean into personalisation compared to their slower-moving peers.
- 71%of consumers now expect personalised interactions.
What was once optional has become non-negotiable.
The Stat That Stands Out
One finding in particular is hard to ignore:
76% of consumers say personalised communication is a key factor in considering a brand.
78% say it makes them more likely to repurchase.
That means three out of four people won't buy from a business if they feel like the brand isn't keeping in touch with them in a personal way.
It's no longer enough to send generic "blast" campaigns. Consumers expect businesses to know who they are, what they've interacted with, and to communicate accordingly.
The Revenue Impact
Beyond the expectations, the upside is huge. McKinsey finds that personalisation typically drives a 10–15% revenue lift (and in some sectors, up to 25%).
For a business turning over $10M a year, that's an extra $1M in revenue — simply from getting personalisation right.
What the Winners Do Differently
So what separates the businesses that thrive from those that stagnate?
The winners are those who can:
- Deliver the right message
- To the right person
- At the right moment
They understand that personalisation is not a campaign. It's a strategy. It's not one-off. It's ongoing.
And the results compound — not just in revenue, but also in customer satisfaction, loyalty, and long-term retention.
The Takeaway
Both McKinsey's report and my experience working with successful businesses highlight the same truth:
Personalisation is no longer optional. It's a business imperative.
The companies that take it seriously are pulling away from their competitors — and those that don't are leaving serious money on the table.
The opportunity is enormous, but so is the gap. And in a world where consumers expect you to know them, businesses that deliver personalised experiences will continue to win market share.
Got questions on AI, the sales process, or anything else?
Say hello and we'll lock in a time to chat.
Cheers,
Alex